The goal of the paper is to offer recommendations to the executive and management teams of global quick-service restaurant chains on what marketing strategies they should use to maintain existing consumers and capture future customers.
The paper firstly illustrated the influence of consumer healthy eating habits on global quick-service restaurant chains through various academic resources in the literature review. Subsequently, the author has conducted a multiple case study approach with two companies that are either currently or used to be operating business globally to raise the validity and reliability of the research. The final results generated suggested that the changing consumer diet behavior affects the companies significantly through self-consciousness resulted from government policies and mass media influence. Furthermore, the innovative marketing strategies for global fast food restaurant chains will be focusing on introducing and customizing healthy meals on menus, maintaining customer and employee relationships simultaneously, participating in sustainability and CSR programs as well as promoting through digital marketing.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Reasons for innovative marketing in fast food industry
- 1.2 Definition of the problem and purpose of the paper
- 1.3 Terminologies
- 1.4 Structure and approach of the paper
- 2 Literature review
- 2.1 Factors affecting consumer diet behavior
- 2.2 Common marketing strategies of global fast food restaurant chains
- 2.3 Influence of changing consumer diet behavior on global fast food chains
- 2.4 Intermediate result
- 3 Empirical Findings
- 3.1 Methodology
- 3.1.1 Research approach
- 3.1.2 Research design and strategy
- 3.1.3 Data collection
- 3.1.4 Research Hypothesis
- 3.2 Description of the industry and companies
- 3.3 Case study of McDonald's Corporation
- 3.3.1 Public criticism on McDonald's
- 3.3.2 Marketing Strategies of McDonald's
- 3.4 Case study of Just Falafel
- 3.4.1 Public recognition on Just Falafel
- 3.4.2 Marketing strategies of Just Falafel
- 3.4.3 Reasons for the failure of Just Falafel
- 3.5 Confirmation of hypotheses
- 4 Discussion, recommendations, implementation
- 4.1 Results from literature review
- 4.2 Findings from empirical approach
- 4.3 Compare and contrast the results
- 4.4 Answers to the research questions
- 4.5 Recommendations of new marketing strategies
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this paper is to provide recommendations to fast food chains on how to adapt their marketing strategies to the changing consumer preference towards healthier eating. The paper examines the impact of this shift in consumer behavior on the fast-food industry and explores innovative marketing approaches to address this challenge.
- The impact of changing consumer diet behavior on global fast food chains.
- Innovative marketing strategies for healthier eating options.
- Case studies of successful and unsuccessful adaptations to the changing market.
- Recommendations for new marketing strategies to attract health-conscious consumers.
- Analysis of the factors driving the shift towards healthier eating habits.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This chapter introduces the rapid growth of the fast-food industry and its subsequent health concerns. It highlights the shift in consumer behavior towards healthier eating, driven by increased health awareness, education, and media influence. This change significantly impacts the fast-food industry, necessitating a transformation of traditional marketing strategies to align with healthy diet concepts. The chapter sets the stage for the paper's investigation into innovative marketing strategies to address the evolving consumer demands.
2 Literature review: This chapter explores the literature surrounding consumer diet behavior and the marketing strategies of global fast-food chains. It analyzes various factors influencing consumer dietary choices, including health concerns and media portrayals. It also examines the existing marketing tactics employed by fast-food companies and discusses the influence of changing consumer preferences on the industry. This review forms the foundation for understanding the current landscape before delving into empirical findings.
3 Empirical Findings: This chapter details the methodology used, including the multiple case study approach adopted, research design, data collection methods, and hypotheses. It presents case studies of McDonald's and Just Falafel, contrasting their strategies and outcomes in response to changing consumer preferences. The analysis examines public perception and marketing strategies of both companies. The successes and failures are analyzed to draw conclusions related to the study's hypotheses.
4 Discussion, recommendations, implementation: This chapter integrates the findings from the literature review and empirical study, comparing and contrasting the results to answer the research questions. It provides specific recommendations for new marketing strategies that global fast-food chains can implement to better cater to the changing consumer demands. These recommendations address aspects like menu customization, customer relationship management, and corporate social responsibility (CSR) initiatives.
Schlüsselwörter (Keywords)
Fast food marketing, consumer diet behavior, healthy eating habits, innovative marketing strategies, global fast food chains, multiple case study, McDonald's, Just Falafel, consumer preferences, health awareness, corporate social responsibility (CSR), digital marketing, marketing adaptation.
Frequently Asked Questions: A Comprehensive Language Preview of Fast Food Marketing Strategies
What is the main objective of this paper?
The primary goal is to provide actionable recommendations to fast-food chains on adapting their marketing strategies to meet the evolving consumer preference for healthier food options. This involves examining the impact of this shift on the industry and exploring innovative marketing approaches to address it.
What are the key themes explored in this paper?
The paper investigates the impact of changing consumer diet behavior on global fast-food chains, explores innovative marketing strategies for healthier options, presents case studies of successful and unsuccessful adaptations, offers recommendations for attracting health-conscious consumers, and analyzes the factors driving the shift towards healthier eating.
What is the structure of the paper?
The paper is structured into four chapters: 1. Introduction (setting the context and defining the problem); 2. Literature Review (exploring existing research on consumer behavior and marketing strategies); 3. Empirical Findings (presenting case studies of McDonald's and Just Falafel, analyzing their marketing strategies and outcomes); and 4. Discussion, Recommendations, and Implementation (integrating findings, answering research questions, and providing actionable recommendations).
What methodology was used in this research?
The research employs a multiple case study approach. This includes defining a research approach and strategy, detailing data collection methods, and outlining the research hypotheses. The case studies focus on McDonald's and Just Falafel, comparing and contrasting their strategies and outcomes in relation to changing consumer preferences.
Which companies are used as case studies?
The paper uses McDonald's and Just Falafel as case studies. The analysis compares and contrasts their marketing strategies, public perception, and overall success in adapting to the changing consumer demand for healthier food options. The differences in their outcomes are analyzed to confirm or refute the study's hypotheses.
What are the key findings of the case studies?
The case studies reveal the successes and failures of different marketing strategies in response to shifting consumer preferences. The analysis examines the public's perception of each company and how their respective marketing approaches influenced their success or failure in the evolving market landscape.
What recommendations are provided in the paper?
The paper offers specific recommendations for new marketing strategies that global fast-food chains can implement to attract health-conscious consumers. These recommendations cover aspects such as menu customization, customer relationship management (CRM), and corporate social responsibility (CSR) initiatives.
What are the keywords associated with this paper?
Key terms include: fast food marketing, consumer diet behavior, healthy eating habits, innovative marketing strategies, global fast food chains, multiple case study, McDonald's, Just Falafel, consumer preferences, health awareness, corporate social responsibility (CSR), digital marketing, and marketing adaptation.
What are the factors influencing consumer diet behavior discussed in the paper?
The paper examines various factors influencing consumer dietary choices, including health concerns, increased health awareness from education and media, and changing societal perceptions of healthy eating. The impact of these factors on the fast-food industry is a central theme.
- Citar trabajo
- Li-en Lin (Autor), 2020, Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits, Múnich, GRIN Verlag, https://www.grin.com/document/1010366
